The way consumers are interacting online is evolving. Information is only a click away and we can share our interests and thoughts on everything immediately. A large part of this landscape is the social media channels who are providing an ever-increasing number of us with a platform that allows us to interact and consume media in a completely different way. With the average UK user spending 2hours and 15 mins on social media platforms daily, it would suggest that we are embracing this new world order with open arms.

The new tech savvy consumer wants to be served information that interests and pleases them. When they are looking to find out more about a particular topic, they don’t want to have to wade through a plethora of information until they find what they are looking for.

This presents a bit of a minefield for businesses and organisations that are looking to engage online in a meaningful way. Of course, the sheer volume of users and the amount of time that they are spending on the platform presents a fantastic opportunity but only if companies can provide and deliver relevant content. If the message doesn’t resonate, it can actually be damaging for the brand, and many businesses have wasted huge budgets and not seen any return.

To ensure campaigns are successful by delivering engaging content to the right audiences, many successful organisations are utilising Artificial Intelligence which is becoming more and more common in today’s world and social media alike.  With technology at a rapid pace and becoming a more prevalent part of peoples life, a wide variety of tools are being used in order successfully to target the right audience on social media. And, AI is creating a better customer journey and user experience across social media platforms. This allows companies to utilise social media in a meaningful and cost-effective way to reach and communicate with their desired audiences.

But how does AI on social work, I hear you ask? Imagine you have a food stall at a large event with over 1,000 people, and just 100 flyers to advertise your business to the crowd. You could simply give your flyers to 100 people at random, hoping some of them are interested

This works in a similar way to creating a standard post on social media

A slightly more advanced marketing approach would let you target a smaller, more relevant segment of the crowd. Maybe you give your flyers to 100 people at the event who are in close proximity to the food stalls. They’re nearby, so could be more interested.

This works similarly to a boosted post on social media

But what if you knew who was hungry? Who usually buys your type of food? Who has brought their own lunch with them? Armed with this information, do you think you would have a higher chance of handing out the flyers to the right people? This intelligent approach will help you sell faster by reaching the best possible audience and optimising your marketing spend.

This approach works very well, particularly in the Estate Agency sector, where it’s a certain type of person that is going to buy a certain type of property. AI will evaluate the interactions in real-time in order to continually improve the campaign and ensure that it is served to the people with the highest propensity to respond and take action. By adopting this approach, businesses are able to maximise their budget, ensure that the audience being exposed to the brand are those most likely to engage, and most importantly of all, help sell properties in the fastest possible time at the best possible price for their vendors.  And after all, who wouldn’t want that?

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